Live UNREAL with Glover U

Agent Attraction in a Shifting Market

In today’s episode of the Live UNREAL Podcast, we’re talking about how to attract agents in a shifting market. If you are looking to grow your team or business, you need to know what agents are looking for today. Wouldn’t it be nice if your value proposition was so strong that agents reached out to you? What would it look like to create an environment where people were lining up to join your team? There are things you can do to get there, and we are here to help. 

It’s clear that the market has shifted, and that has made many agents very fearful. They are looking for strength, and someone who will remove that fear through the value they offer. Make sure you are that person. Also, it’s important to think about what you’re doing to attract agents. Ask yourself questions like: Who do I have to become to deserve talented agents? Why would someone want to join my team? What do I need to change? How can I benefit the agents who work with me? 

To help you get on the right track, we discussed the fundamentals of value proposition. That starts with the five things that agents will always be looking for, then the five things you need to be doing to attract agents and set yourself apart. If you follow these steps, you’ll set yourself apart in this market and grow your business like never before. 

We also discussed:

• How to market your strengths as a leader
• What kind of agents you want to attract
• The importance of your making agents feel like they’re valued

Quotes

“Needs are changing, and we have to fulfill the needs.”

“Confrontation is the greatest form of caring because you’re telling them the truth and helping them grow.”

“Everyone on the team has to live the values, or the values are useless.”

Key Points

1. Agents are looking for these five fundamental things: strong leadership, a strong vision and mission, core values, someone who will help them meet their goals and be more efficient, and training/coaching. As you work on those things, remember that a great leader is interested in getting people to respect them, not like them. Also, know that leaders tend to underestimate how much agents appreciate structure during turbulent times, so work to provide that. 

2. There are five things you need to do to set yourself apart and attract more agents: invest in your agents, have a strong support staff, make sure your marketing is top notch, offer appealing concierge services, and offer them great technology as well as someone who can help them use it. Think about what you can do to help agents and what you can take off their plates. 

3. Once you know how to implement the processes that will set you apart and make your team beneficial to agents, tell others about it. Put together a thought-out, well-documented presentation, and make sure it is in both physical and digital formats. There is no reason to keep this stuff a secret. If you’re worried about other people stealing your strategies, know that you’ll always be one step ahead of them. You should be screaming these awesome things from the rooftops. 

NEW Social Media Strategies for 2023

In today’s bonus episode of the Live UNREAL Podcast, we’re guiding you on NEW social media strategies for 2023. Unlike other aspects of real estate marketing, social media strategies are changing all the time. What worked in 2022 might not work this year, so these strategies will be essential to help you grow your business. 

Nowadays, leads are making decisions on who they’ll work with before they even meet anyone. What people see on social media is now just as important as consultations were in the past. Considering this, what can you do to market yourself on social media? These platforms might seem intimidating, but they represent a huge opportunity for agents who are willing to take the time to learn how to use them. 

To take your business to the next level, you need to master social media. Today we’ll cover why video works, the benefits of social media, strategies for success, and much more. By the end of our conversation, you should have every tool you need to be a master of social media in 2023.

We also discussed:

• Becoming content creators
• Understanding your brand
• Demonstrating value on social media 

Quotes

“Social media is the biggest paradigm shift happening in marketing today.”

“The debate about video is over; it’s absolutely necessary.”

“If you don’t dedicate yourself to becoming a social media master, you might as well get out of the industry.”

Key Points

1. There are three ways Realtors can get in front of leads: Prospecting, personality, and marketing. Personality-based business comes from your charisma and ability to talk to people. Prospecting-based business comes from scripts, cold calls, door knocking, and other similar lead-generation activities. Marketing-based business is all about getting leads to call you. 

2. You can’t just be a consumer; you need to be a content creator. Video is absolutely necessary in the social media age. It’s the best way for potential clients to get to know you. If you can create a superfan, they’ll tell all their friends about how great you are, and you’ll net way more business. Find out your brand by reaching out to current and past clients about how they view you. 

3. Look at what other content creators do and why it works for them. Youtube is the platform of the future because it has a critical mass of people’s attention. An easy way to get video ideas is to enter into Google the beginning of phrases and see what it suggests. These suggestions represent what other people are looking for. Always keep your content focused on the consumer–it should be all about them. 

Show Less, Sell More: How to Work Buyers More Efficiently in 2023

In today’s episode of the Live UNREAL Podcast, we’re guiding you on how you can work smarter, not harder, with buyers. Jeff will take you step-by-step through his process for working with buyers quickly. Right now, many buyers have reservations about higher interest rates and our shifting market, but with these tips, you’ll be able to close deals quickly and get more work done. 

Despite what you may have heard, buyers are still looking for homes in markets all across the country. No matter what’s going on in the market, life happens, and people will always need to buy and sell homes. It won’t always be easy, but if you ignore working with buyers, you’re missing out on a huge revenue stream. 

To succeed with buyers in this market, you need to shift your mindset before doing anything else. By listening to this podcast, you’ll learn how to adjust your strategy, close quickly, get the best deals possible for your clients, and more. 

We also discussed:

• How buyers choose who they work with
• The ALM model and how it gets you more business
• The importance of value propositions in this market

Quotes

“In this new market, you can’t just be fast–you have to be skilled.”

“Your value proposition is more important now than it has ever been.”

“67% of buyers work with the first agent they contact, so you need to be that agent.”

Key Points

1. Buyers’ No. 1 concern used to be, “Who can get me a house the fastest?” Now, buyers want to know, “Who can get me the best deal?” The more the market softens, the more critical buyers are of who they work with. That means you need to demonstrate your value upfront. 

2. The ALM (Appointment, Listing model is the most effective way to work with buyers today. 

• First, set the appointment to show the house right out of the gate–it should be your first priority.
• Get into the location. Ask your client about other properties they are interested in and why. This is how you can get in, start digging deeper, and build rapport. Always make sure you call back and follow up.
• Finally, dive into motivation. Learn what’s driving your buyer; are they moving away from pain or moving towards pleasure? 

3. Once you meet face-to-face with a buyer, you need to demonstrate your value. Make a note of what they're looking for and hone your value proposition. If you are not already set up to view a home, make sure you set one before the end of the appointment. Have a plan in place to follow up and continuously reach out to potential buying leads.   

Take More Listings, Sell More Homes: Ways to Build a Massive Inventory Now

In this episode, our winter webinar series returns, and today we’re talking about how to build up your inventory and take more listings this spring. The mindsets and tactics we’re sharing helped us take 66 listings in December 2022, so they are coming straight from the field. Jeff will share 10 things that will have you operating like a master listing agent and help you have a great start to your 2023. 

You’ll find out how some agents are taking more listings in a market that’s proven challenging for many, and all the things you need to fine-tune if you want to have the same results. From specific skills to exact scripts and best practices, here’s how to give your listing inventory a huge boost this year. 

You’ll also learn;

• How to work expireds the modern way 
• Why the pricing conversation is so crucial right now
• How to find motivated sellers in your database  
• How to leverage your personal social media profile to get more listings 
• How to keep a listing from going stale 

Quotes 

Everytime you get rejected, you get better for the next time. -Jeff Glover

If a listing is active for 21 days and it has not sold, it’s absolutely overpriced. -Jeff Glover 

Key Points 

1. Working with buyers and working with sellers requires two different skill sets. With buyers, it’s a more emotion-based process. It’s about being enthusiastic and going on the emotional ride with them as you show them different homes and guide them. Working with sellers on the other hand, is a more logic-based process. We have to be really good at asking questions methodically. We’ll do really well if we spend time sharpening our seller specific sales skills. 

2. Door-knocking isn’t an old school lead generation strategy anymore. Now that people have become accustomed to getting deliveries to their door, and they are actually home more, visiting a FSBO at the door is now a modern technique. 

3. The success of a listing is heavily reliant on going into the market with the right price. In order to take more listings in this market, we have to get really good at future-pacing sellers for price reductions. 

Use this script: 

I feel confident in the price that we set on your home, but it’s important to understand that we won’t know the value till we put it on the market and see how buyers respond. 

They will respond in 1 of 3 ways; 

• If we have showings and offers in the first few weeks, we’ve marketed it and priced it right (we have to prime them for this because if it sells fast, they might think it’s priced too low)

• If we have showings but no offers, we’re in the ballpark but we might just need a slight reduction of 3-5%

• If we have little to no showings, and certainly no offers, we’ve priced it too high.

 

Jeff Glover & Kathy Schweitzer on the Power of Leadership and Persistence

In today’s bonus episode of the podcast, Jeff is joined by a special guest with a very special interview and announcement. Kathy Schweitzer is an individual who has made a huge impact on many lives in real estate, and in Jeff’s own journey. She took a chance on him at 19, developed him at a really high level, and helped him go from salesperson to CEO. 

Kathy led one of the most successful real estate offices in Detroit, and has coached some of the most successful top producers and leaders in the business. She’s truly a force to be reckoned with, and in this episode, she talks about her real estate career, how she crossed paths with Jeffs, her insights on leadership and what’s next for her.  

We’re excited to announce that Kathy is joining Live Unreal Companies as Director of Sales. Having Kathy onboard is really special, and today you’ll hear how all this came about, and why we can’t wait to work with her! 

We also discussed;

• How to retain talent when the competition can put more money in an agent’s pocket
• What it takes to create a success environment 
• The mindset for dealing with crashes and pivots 

Quotes 

Part of being a good leader is your ability to adapt to the people you lead. -Kathy Schweitzer

Key Points 

1. It’s not always the company that gives an agent the most money that retains talent. People want to be in an environment where they feel good. Of course they want to earn money too, but that’s a byproduct of being in the right environment and the attitude it cultivates. 

2. As leaders, we have to adapt to the people we work with, instead of them adapting to us. We have to accept that not everyone will share our exact approach and enthusiasm, so we have to be versatile and flexible and meet them where they are. 

3. The agents who love the hunt and would go after expired listings all day tend to ignore their past clients and sphere of influence. Whatever lead generation method we use, we still need to have our sphere and past clients being nurtured at the same time. 

Live Prospecting Demonstration w/Jeff Glover & Justin Ford Part 2

In today’s episode, we are continuing the live prospecting demonstration from New Year’s Day. Jeff Glover and Coach Justin Ford are going to put the scripts into action, show you exactly how they approach making calls to expired listings and also demonstrate how to get comfortable with reaching out to people. 

For most agents, the idea of calling people out of the blue is intimidating, but the truth is, it’s not as scary as you think. If you follow the process and change your mindset around rejection, you can make prospecting simple and build the muscle to prospect every single day. 

You’ll learn how to get into the right headspace to get on the phone, and how easy it can be to go from being hesitant to prospecting, to setting a ton of appointments like a pro. 

We also discussed;

• How to build mindset breaks into your prospecting time 
• A more effective way to work with buyers if you’re more listings focused 
• Why we shouldn’t give up when we experience valleys 

Quotes 

Prospecting isn’t as scary as you think, don’t overthink it, just have a conversation with people. -Jeff Glover 

Key Points 

1. When you prospect, expect people to say no because the majority will. Rejection is part of the game, and the more you can tolerate it, the closer you get to the result you want. Don’t focus on the end result, focus on the process. As long as you follow the process, show up prepared, with scripts and handlers and stay consistent, sooner than later someone will say yes and set an appointment. 

2. If the seller says they’ve talked to someone else from your brokerage, ask “if we all did the same things, wouldn’t we get the same results?” There’s a reason why some agents sell more homes, and it’s the individual activity of the agent, not the company.  

3. When you get really comfortable with prospecting, you can actually start measuring the ratio between the contacts you make and appointments you set. That way, you can reverse engineer how many hours you need to prospect to hit a certain goal. 

 

Live Prospecting Demonstration w/Jeff Glover & Justin Ford Part 1

In today’s episode of the Live UNREAL Podcast, Jeff Glover and Coach Justin Ford are kicking off the new year with a live prospecting demonstration. You’ll get to follow along as they call expired listings and show you the process that leads to success. Most agents want to take the first day of the year off, but New Year’s Day is actually one of the best days to get sellers on the phone. 

Jeff and Justin have a list of over 1000 homes to dial, and they’ll show you how they do it, and share the mindset you need to have during this process, and high level insights that will improve your prospecting game. It’s not glamorous and it takes a lot of patience, but it is by and large the most profitable activity you can commit to as an agent. 

Find out how to become a better prospector, deal with the downtime and rejection and also ways to increase your chances of getting an appointment. 

We also discussed;

• How to turn a wrong number into an opportunity
• What to do with the expired listings that don’t answer
• Dialer best practices 

Key Points 

1. It’s important to see and understand the process of prospecting. Even the most seasoned prospecting pros have downtime, people who don’t answer and people who don’t want to talk to them. It’s about being prepared, showing up and being consistent over time to get the results. 

2. Script for a New Year’s voicemail: “Happy new year, I’m calling about your home for sale and to find out if you’re accepting offers? If you are, give me a call back.”

3. New Year’s Day off is actually the best time to prospect because; 

• More expired opportunities than any other day of the year 
• The people that are friendly are in a good mood 
• You get a 1-2 day head start and advantage on your competition 

4. If a seller is out of town, and you can’t get an appointment in person don’t pass up on the opportunity - you can always set up a meeting via Zoom.  

 

The New Database Formula: Grow Your Database Business

In today’s episode, we’re talking about database strategies that will be vital in the next market, and how to master them at the highest level. Ever since you got into the business, you’ve heard people say “work your database”, but what does it actually mean? How do you turn your database and all the contacts you make along the way into a pipeline of deals and referrals? 

 

Jeff shares the formula for database success, why you shouldn’t just be working one database, and what we need to be doing every single day if we want this source to work for us. 

 

We also discussed;

• Why your database value-add content is due for an update 
• How to grow your agent-to-agent referral database 
• When to ask your database for business 

Key Points 

 

1. There are 3 pillars for growing your database business; 

• Constantly adding people to it 
• Adding value to the people that are already there 
• Doing both simultaneously 

 

The challenge is, most agents aren’t good at doing both. The agents that are good at making new contacts aren’t good at adding value to the relationships they already have. The agents good at nurturing aren’t necessarily good at adding new people. We need to have a system in place to do both. 

 

2. Most agents send out something their database can put on their refrigerators, but a lot of newer model refrigerators aren’t magnetic anymore. Make sure you’re mailing out things with adhesive strips. 

 

3. Push all your past and current clients into one VIP client Facebook group - it’s like sending them more pieces of mail. You can make the most amazing social media post but you don’t know who’s going to see it, but with your own group, people get notified every time you go live, so you can use this to send market stats and even do giveaways. 

Winning With Expireds in Today’s Market

In today’s episode, we’re diving into expired listings and how to go after them - especially right now. Every market across the country has 4 types of expired leads right now, and because there’s less agents working them, you actually have the potential to do a fair amount of deals through this lead source. 

 

In this current market, we’re going to be seeing a lot more expired leads than ever before, but that doesn’t mean that they can’t be put back on the market and sold. There’s actually a great opportunity to help sellers get off the fence and make the move to where they want to go. 

 

Jeff shares how to add expireds to your lead sources, how to find them, and what to say to them whether you get them on the phone or at their door. 

 

We also discuss;

• The message that will get expireds to take action 
• How to find expired listing leads on social media 
• The short, sweet and straight-to-the-point script to use when we reach out 

Quotes 

 

It’s an individual agent’s activity that gets a home sold. If we all did the same things we’d get the same results. -Jeff Glover 

 

Key Points 

 

There are 3 keys to succeeding with expired leads. 

1. We have to get them to understand the home didn’t sell because of the other agent
2. We have to get them understand that a different plan is what is needed 
3. We have to get them back to their original motivation 

Many sellers believe that all agents do the exact same thing so it doesn’t really matter who they choose. The truth is, what gets home sold is an individual agent’s abilities and efforts. If we all did the same things we would get the same results. 

 

Sellers don’t want to think about the headache of getting their home in their market or getting another sign in the yard. What we want to get them thinking and excited about is where they are moving and what will take them there. 

 

There are 4 types of expired leads;

• Newest - 24 - 48 hours 
• Newer - 3 -7 days old 
• Old - 8 - 30 days old 
• Oldest - 31 days - 2 years 

 

Of all sources of business, there’s nothing more motivated than fresh expireds. It’s the fastest way to a listing. 

 

How to Get More Business From Your Database

In today’s episode, we’re going to take a closer look at some of the 25 lead sources we shared in our last 2 episodes, starting with our database. Our database can be a strong source of listings, providing us with a solid pipeline of business throughout the year. Whether it’s generating more referrals or a repeat business, paying attention to our database is one of the highest ROI lead generation activities we can commit to. 

 

With that being said, the amount of business we can get from our databases are on the decline, especially if we keep doing exactly what we’ve been doing. There’s so much competition for the attention of the people in our databases, so it’s no longer as simple as sending an email every now and then and getting transactions. In order to maintain and grow our database business, we actually have to increase our efforts, not just in terms of quantity (adding more people) but also quality (adding more value). 

 

Jeff is going to share the pressures on our database business and what we need to be doing to keep getting success with our database. 

 

We also discussed;

• How to ask for business from your database 
• The database script we have to master 
• Why you need to audit your database frequently 

Key Points 

 

1. Every real estate agent needs to have 5 databases; 

• Past clients/sphere of influence
• Exchange database
• Social media
• CRM/internet leads
• Agent-to-agent referrals 

 

Make sure you have these categories well-defined and organized in your CRM so you can truly add value to each of them. 

 

2. Adding value to our database has to actually be relevant and impactful to their lives. Sending a reminder to set their clocks back just won’t cut it these days. What we really need to do is put thought and intention behind what we send out because it’s the difference between being top of mind and drowning in a sea of oblivion.